China’s inbound tourism has experienced a remarkable recovery with over 17.25 million visitors in the first half of 2024. The comeback is underpinned by strategic policy changes and a focus on enhancing visitor experiences.
Despite the impressive growth, tourist arrivals have not yet reached the pinnacle of 2019 levels, highlighting ongoing challenges and opportunities within China’s travel sector.
China is on a determined path to revive its tourism industry, driven by strategic visa policies and technological advancements. The focus on overcoming service challenges and embracing digital solutions portrays a nation poised for a robust recovery in the travel sector.
China’s targeted strategies in visa policy and digital innovations underscore its journey towards revitalising tourism. Addressing service quality and adapting to modern traveller expectations remains essential for sustained recovery and growth.